Digital media has managed to change forever the way brands build relationships with their audiences. Every day, millions of people share photos, videos or other content online. In only a minute, we generate 204 million emails, over 3 million FB posts and 4 million Google searches. In such an environment, how should you effectively engage, promote and measure?
“The complexities of the world wide web can be likened to grains of sand on a beach, or the billions of stars in the sky.” – argued Business Insider Australia while presenting the below infographic created by the Vocational Training Council in Hong Kong.
For brands, it means the need for constant alertness, especially in these social media-dominated times. Viralheat research shows that, in 2014, 86% of medium and large American businesses used social media to promote products and create their brand image and 93% of marketers used social media for professional reasons. Social commerce is also growing as a sector. In 2015, it reached $30 billion – a significant jump from $13 billion in 2013. Social media also play a major role as a customer acquisition tool – already 74% of consumers rely on opinions found on social media when making a buying decision.
It’s fairly safe to say that a proper selection of channels and a thorough analysis of our activities becomes crucial. Regardless whether you have some funds to spend or you’re going with free services, you have to answer a few questions. Define goals and the data that you will need to achieve them. Think about the effect you expect, and one that will give you satisfaction. More important than the tools you use is whether you’re able to draw conclusions and use them to continually improve. There are, however, a couple of platforms to consider.
When planning PR activities, also plan their metrics
– according to Anna Miotk, that’s the first and most important rule of effective communication. And the most important tool of every marketing or PR geek is Google Analytics. Although it was primarily designed to track traffic or recommendations, it also allows to better get to know the audience of our blog and monitor their behavior. Most social media sites have their own in-built analytic systems that provide the basic data. Check out: Facebook Insights, Hoot Suite which helps plan Twitter posts and Tweet Deck which lets you track news and info of friends and other subscribers and post your own messages without an online browser. But that’s the very basics. What other tools should you take a look at?
1. Mediatoolkit, Brand24
Brand24 and Mediatoolkit are online monitoring tools. Both allow you to be close to what’s said about your brand online. I’m not talking only about quick reaction time and real-time marketing, but also finding brand ambassadors. Not many people realize that.
One major plus in terms of Brand24 is the introduction of historical data to the service. Thanks to this option, once we start the project, we have access to data about our brand even from the last four years. Analyzing interactions, we know exactly how many people liked a post, how many shared it and how often it was commented on. The popularity of sites that publish our posts will show, in turn, how often they are visited, and the influence score – how powerful of a medium it is.
Mediatoolkit can additionally track the success of a PR release based on it’s reach, vitality score and engagement. Based on that info, PR managers can turn more of their attention to those journals who reach more engaged crowd. In Mediatoolkit, it is firmly held that media-monitoring should be affordable to companies of all sizes, which is why the starting plan is free forever, why each topic monitored can contain unlimited keywords and there’s an unlimited number of users in every plan.
Get 15% off Mediatoolkit by using PROWLY15 coupon code
With Prowly taking care of the media relations and content creation part, we still see our clients struggling with other daily challenges. Which lead us to search for partners in crime; tools which make PR easier, and pave way to better result. Today we have for you a speciall offer. Prowly users get 15% off Mediatoolkit by using PROWLY15 coupon code. You can use the code during payment settings when you decide which plan to buy. Offer can be used on both, annual and monthly plans. Just follow this link. Mediatoolkit registration and 14 day trial is free for all (after the trial, free plan starts automatically). Coupon code can be used during payment settings when a user decides to buy a plan.
If the core of your business is social media and strategic analysis and understanding consumers is important to you, then consider Sotrender. You will use it at every stage of the project.
An interesting solution is the Pointers for improvement section which helps evaluate how Facebook activities are going, and what needs to be tweaked and improved. Suggestions are generated at least once a week and are based on profile data and competition. The tool points out some shortcomings and advises how to create content to better engage your audience. Is it worth it? The Sotrender study shows that it is. According to it, using the Pointers results in an increase of daily engagement by an average of 35% and of organic reach by an average of 26%.
Another function that provides effective feedback is the User activity tab.
You will find there the times (days of the week and hours) when your users are the most active. There’s also a useful option of comparing your activities to those of your competition, and the free monthly “Fanpage Trends” reports are an absolute must-have.
If you’re looking for traditional media monitoring, Press Service should do. It will show what media mentioned your brand, what’s their reach and AVE.
Prowly is an online app for PR professionals and all those who generate content. To deliver it, you usually have to do a series of repetitive tasks, in different programs no less: update the database, prepare the piece, send it out and follow up. With Prowly, you manage all that with one app regardless how many people are involved in the project. You can also track how your news is doing by getting feedback on who received the message, who opened it and who clicked on the link. In Story Creator—no matter if you take upon yourself to create a press release or a longer piece—you will be able to easily add (drag & drop) both your own and external visuals. And, as you may already know, adding multimedia elements to your content increases the odds of higher traffic and viewers taking action. How much? Press releases with visuals are shared about 3.5 times more often than plain text releases.
Pic: PRNewswire: Multimedia content drives better press release results
You should also check Prowly’s Brand Journal – it is an interesting solution that serves as an online newsroom. On one hand, it’s a collection of press releases and other pieces of news issued by your brand, on the other, a tech hub that integrates all your content from various other channels – from social media to video channels. Definitely check out how Deloitte Digital (case study) or Spotify uses it.
Besides good texts, “packaging” also plays an important role. Whether you work at an agency, you’re a freelancer or you run your own business, you will surely appreciate the ease with which, without graphic designers, programmers or special know-how, you will create an attractive landing page for any campaign on all devices (computers, smartphones and tablets). You will be able to build it from scratch or use a customizable template. Priceless when you’re gathering leads. Landingi is equipped with statistics, A/B tests and a Facebook tab creation tool. For agencies, the app offers a special sub-account service, many users or the so-called white label which allows managing projects for many clients.
5/6. Audience & Tweet Jukebox
You will like them if you’re really going for Twitter. Audience (known in the past as a SocialBro) provides the necessary stats and helps you directly reach even those who don’t follow you. On top of that, it will help organize contacts and do specific searches, for example, based on the location or profession provided in the description. It will help you increase engagement and decide on the right frequency of publishing. You can also analyze what your competitors are doing.
Tweet Jukebox will save you quite a bit of time. You will plan all your posts – up to a 100 daily – to be auto-published at predetermined times. It also shows who mentioned you in a post. Make sure though that when you’re signing up you turn off the Free Jukebox Quotes, or else you will get flooded by waves of random quotes.
Creating content is a process. Buzzsumo advises which topics are currently trending on social media. How? On the main app page, we type in the website we’re interested in or a phrase (for example content marketing) and we check. In return, we get a title, a link and the type of content it is (article, infographic, video, etc.). The app also helps find influencers. Unfortunately, the free version is quite limited, and the cheapest package costs $79 a month.
is an interesting tool to monitor the web on the basis of keywords. The app checks sources like website contents, social media posts and comments (Facebook and Twitter), blogs, photos, videos, news and forum posts. The program is especially useful for tracking the development of interest in the brand – it works well for companies as well as for independent teams.
Style and glamor – that’s what you need when you enter the world of content marketing and social media, and Viralheat will help. It’s a platform for managing content marketing and social media. You can use it to plan and publish content, monitor social media, and generate analyses and reports.
Last but not least – content marketing, which since 2014 has been the communication world’s craze, costs us 62% less than traditional marketing and generates three times more leads (Source: Demand Metric). But let’s face it – we’re not always able to regularly produce quality content. Enter the freelancers, and Scripted helps you find them. One minus – a pretty steep price of $99 per blog post.